Adobe Marketing Cloud partnered AppsFlyer to help advertisers assess the full ROI on their mobile spend
The trend of Marketing Clouds getting bigger and heavier continues, even as AppsFlyer just announced its integration with Adobe. The leading mobile attribution and data analytics platform will now deliver 360-degreee insights on user-level data via integration with Adobe Marketing Cloud, enabling digital advertisers to understand ROI of their mobile ad spend more accurately. The cross-channel integration with AppsFlyer is readily available for Adobe customers.
Speaking about the new integration with Adobe Marketing Cloud, Ben Roodman, Director of Partnerships at AppsFlyer, mentions –
“Integrated attribution data lets digital advertisers break down the silo of mobile ad spend as it correlates to their full customer lifetime value. We’re proud to be an Adobe Marketing Cloud Exchange Business Partner as the close cooperation between our teams will provide customers with seamless integration and exceptional quality of service.”
Marketers are yet to achieve full confidence with their traditional marketing attribution efforts. The perennial lack of clarity in attribution makes mobile attribution even bigger, more complex challenge to deal with. Lack of mobile attribution put digital advertisers in a blind spot about connecting their mobile marketing spend to their app revenue and overall customer LTV.
“User-level data on acquisition cost and media spend is an important component of the cross-channel ROI equation,” said Cody Crnkovich, head of platform partners and strategy at Adobe. “Adobe is pleased to have AppsFlyer as an Adobe Marketing Cloud Exchange Business Partner and we look forward to working together to enhance digital advertisers’ ability to see their mobile data across all channels.”
By partnering AppsFlyer for its user-level data, Adobe Marketing Cloud aims to extend the capabilities of Adobe Analytics, Adobe Audience Manager and Adobe Media Optimizer. Additionally, AppsFlyer is also the official Business Partner in the Adobe Marketing Cloud Exchange Partner Program, ensuring best-in-class service for Adobe clients benefiting from the added capabilities.
User analytics from AppFlyer will drive every aspect of Adobe Marketing Cloud, integrating its acquisition campaign seamlessly to all components of Adobe Analytics. The analytics report is based on user’s in-app activity that marketers can tap to optimize campaign performance and create actionable user segmentation with trackable cross-channel ROI.
Other key capabilities added by AppsFlyer include mobile app install tracking for Adobe Media Optimizer, as well as cross-device user segments for Adobe Audience Manager.